Essays On Gender Roles In Advertisements

Essays On Gender Roles In Advertisements-17
It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive.

It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive.

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In the modern culture of today, women have begun to break out of the mold that which society has placed her in.

This much can’t be said when it comes to modern gender representation in mass media advertising.

C H A P T E R 7 Gender and Advertising How Gender Shapes Meaning The emotional, sexual, and psychological stereotyping of females begins when the doctor says, “It’s a girl.” —Shirley Chisholm Men are dogs and women are cats. Writers, filmmakers, psychologists, and advertisers all have used the idea that men and women are different to develop stories, create conflict, and provide persuasive imagery.

Not only do advertisers view men and women differently, but men and women also bring different perspectives to advertising.

In advertising they are constantly communicating through gender messages to sell their product.

The product can be as feminine as a woman's bra or as masculine as mans underwear or something so neutral (meaning either gender can benefit from the product) like cigarettes or alcohol but the advertisers always use gender messages to identify with their target audience.

One difference involves the actual creation of meaning from a given advertisement.

Men look directly at the primary message of a given advertisement (e.g., “buy this beer”).

GENDER AND INFORMATION PROCESSING As discussed in Chapter 2, advertisers provide messages and leave the meaning up to con-sumers to develop.

Advertisers are interested in similarities and differences in how men and women receive and evaluate information.

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